The Beatles come to iTunes was that really all Apple had to offer?
The world was supposed to change Wednesday.
Apple, the technological whiz-kids behind the iPad, iPod and iPhone, posted a cryptic message on its website.
"Tomorrow is just another day. That you'll never forget."
The company, known for its secrecy ahead of product launches, did nothing to quell the groundswell of conspiracies and theories as to what the company would announce.
Would it be the next generation iPad? Would it be a new subscription-based music service?
Many "confirmed" that Apple would finally give the kiss of death to the MP3.
"Experts" with "sources familiar with the situation" were quoted everywhere. Tech analysts wrote up a fury, speculating as to what this announcement could actually be.
No, this wouldn't be mundane – it would be something the company promised we "wouldn't forget."
Surely, it has to be about Apple taking music to "the cloud," putting individual files on their own servers allowing wireless streaming anywhere to any device.
Evidence was presented everywhere – including Apple's recent purchase of property in North Carolina for a supposed data farm.
Erica Ogg of CNET seemed convinced this was the argument, drawing on Apple's latest moves.
"The timing is on par for a cloud announcement: it would fit in with the recent launch of a streaming-only Apple TV released last month and the expected AirPlay update for iOS devices."
It was far less exciting.
The Beatles catalogue is now available for download on iTunes.
Surely this news, as groundbreaking as it is, should follow the journalistic principle that the most important information should be higher in the body of this column.
Unfortunately, it isn't big news. Anyone who ever wanted The Beatles only had to buy a CD, put it in their computer and click "import."
The announcement wasn't a game-changer. It didn't shake up any industries. It wasn't like the iPad, which has slowed down sales of netbooks and caused a slew of imitators.
It simply made the albums available somewhere else for people to buy. Nothing more, nothing less.